Selling to Skeptics | What Cybersecurity GTM Teaches about B2B Marketing with Daniel Rotaru (cybersecurity GTM expert)

What happens when your buyers don’t trust marketing?And every message gets questioned by default?This is an honest look at what GTM actually looks like in cybersecurity, where you're not selling to curious buyers, but to professional skeptics.Daniel Rotaru (12 years in cybersecurity, building GTM engines from 0 to 1 and scaling to multi-million ARR) shares how marketing works in an industry where buyers are highly technical, risk-aware, and resistant to traditional tactics.In this conversation, we unpack why most “standard” marketing approaches fail in cybersecurity and what actually drives pipeline instead.We talk about:• Why cybersecurity buyers are “professional skeptics”• How real customer language (not marketing language) drives pipeline• How listening to sales calls led to better positioning• Why trust matters more than volume in technical markets• What early-stage teams get wrong when building pipeline• What relevant AI use-cases actually work in cybersecurity marketingThis episode is for GTM operators, marketers, and founders building in technical or enterprise markets where trust is everything and hype doesn’t convert.In the Trenches is a podcast about how revenue actually gets built before playbooks exist.🎧 Follow the show for more operator-led GTM stories🔔 New episodes every Wednesday, 8:30AM CET